Changing the way you learn driving theory

I have a visual memory so I made up a big poster that was very colourful and then passed – I thought this would work for other people. I did product design and engineering at university and loved the idea of having my own company. I knew an illustrator – my friend Katie [Forbes] – who helped me.

There’s lots of support out there for start-ups. I have been good at teaching myself. Lots of people from the internet generation have a can-do attitude and are used to Googling how to do things. I signed myself up to Business Gateway workshop and looked at competitions through Scottish Institute For Enterprise. I did research on how to set up the business and how to get into bookshops before launching.

We did two phases of prototypes funded by the Strathclyde Entrepreneurial Network. In May we had 20 test copies, and then 20 full copies in August when the full book was finished. In May, 20 users all passed the test using the book.

WHAT IS YOUR TARGET MARKET?
THERE are 900,000 unique attempts at the theory test every year. Half of those are 17-year-olds. Anyone can use the product but 17-year-olds mainly use it. Parents often purchase it if they know their child is a particularly visual learner. Young drivers make up the majority. We never recommend to use the book alone. We wouldn’t say any other books compete with us – they are complimentary. The book is laid out in a scene format so it helps with development of awareness. When it comes to the hazard perception part of the theory test, the user might have seen the clip in the book.

WHAT IS YOUR TARGET MARKET?
THERE are 900,000 unique attempts at the theory test every year. Half of those are 17-year-olds. Anyone can use the product but 17-year-olds mainly use it. Parents often purchase it if they know their child is a particularly visual learner. Young drivers make up the majority. We never recommend to use the book alone. We wouldn’t say any other books compete with us – they are complimentary. The book is laid out in a scene format so it helps with development of awareness. When it comes to the hazard perception part of the theory test, the user might have seen the clip in the book.

HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
WE are combining educational colouring with the theory test. In the educational colouring market the only other publications that exist are for the sciences and life sciences sector. One of the first educational colouring books was an anatomy book which was a bestseller in 2017. Nowhere in the world has this been done for driving.

We have a driving instructor affiliate programme where they can get commission on sale of the books. Driving instructors are the key as the biggest challenge is reaching people.

Note: Reference taken from an article published in the www.thenational.scot/news